How did you get started in your quest to create Willbo?

After playing sports in college, I moved into film. I worked in production, shadowed a director, and even did stunt work on a few television shows. That world taught me the power of story… how emotion and imagery can live beyond a single moment and share something meaningful.

I began to imagine a brand that could bridge my love for art and creativity with the lifestyle I grew up living in the West… something that celebrated place, history, and the connections that happen within them. Willbo started less as a business idea and more as a feeling I kept chasing… a sense of belonging that lived somewhere between sport, heritage, history, the arts, and the open landscape of the West.

I grew up around stories, competition, and the outdoors, and I wanted to create something that captured the moments you carry with you long after they pass. At first it was sketches, ideas, and conversations about a brand I wished existed… something timeless but alive, grounded in California yet shaped by the broader American landscape.

Over time, that feeling became product, then community, and eventually a way of life. Willbo is our attempt to celebrate, honor, and perpetuate this shared history while building something worthy of where we’re headed next.

What keeps you coming back every day?

The people and the possibility. Every day feels like another chance to tell the story a little more clearly. Watching someone walk into our clubhouse and create a memory in something we made never gets old. It reminds me that this is bigger than clothing. It’s about belonging… about giving people products, a space, and a community for their lives.

Where do you go for creative inspiration?

I look backward before I look forward. As a former history major at University of California, Berkeley, I’ve always been drawn to old photographs, worn garments, hand-painted signs, surf journals, sports programs, and maps… things that carry fingerprints and time.

Nature is the other constant. The curve of a coastline, the color of the hills at golden hour, the silhouette of a mountain… design lives everywhere if you slow down enough to notice it.

And words matter. I’m always collecting phrases, colors, and ideas that feel honest… things that sound more like a conversation around a fire than a marketing meeting. It’s really the pursuit of the moments and feelings that make us human.

When creating something new, how do you know when to call it good to go?

There’s a moment when something stops feeling designed and starts feeling inevitable… like it’s always existed. If we keep touching a piece and it begins to lose its spirit, that’s usually the signal to stop. The goal isn’t perfection; it’s truth. When something feels honest and effortless, that’s when it’s finished.

I think there’s beauty in the idea of perfection through imperfection… the quiet philosophy of wabi-sabi, where the soul of the object matters more than flawless execution.

Who do you admire most?

People who build quietly with integrity. People who are interested more than simply interesting.

First and foremost, my parents. For their deep passion, humility, work ethic, and appreciation for life’s simple pleasures. Phil Knight and Ralph Lauren for the worlds they created, not just their products. And my brother, who’s been beside me from the beginning. In the end, the people closest to you shape the vision more than anyone else.

My grandma for being my rock. A rancher at heart, badass, family oriented, rockstar.

What does success look like to you?

Success looks like building something that outlives me… building a brand that feels like a home people return to. It’s balance, too. Meaningful work alongside time for family, friends, movement, and the natural playgrounds that bring me life. When work and life begin to blend in a healthy way, I know I’m moving in the right direction.

Love at first sight?

The Pacific at golden hour. An ice-cold lake after a long day on the trail. Coffee on a rainy morning. Driving the coast with the windows down and my favorite song playing.

What rituals or habits ground you?

Morning quiet before the day starts. Long walks. Writing things down by hand. Designing with no intended outcome… just creating for the pure joy of expression. I try to make space for clarity, even if it’s only ten minutes, because everything feels louder once the day begins moving.

Album you always go back to?

Anything that feels like a soundtrack to the road… the kind of record you play when the windows are down and there’s nowhere you urgently need to be. Music usually inspires the videos and films I create. I visualize a story or a scene when I hear a good song or album.

Jackson Browne, James Taylor, The Allman Brothers, Marshall Tucker Band… timeless sounds that never feel dated.

First thing you do in the morning?

Coffee. Then I look outside before I look at a screen. Just to orient myself to the day.

Favorite time of day?

It depends on what I’m doing. I’ve become a bit of a night owl… it’s when the world gets quiet enough for me to design and think clearly. But early mornings still feel special. My dad always says it’s “the promise of a new day,” and I’m trying to return to that rhythm.

What tools do you use most?

A sketchbook, my cameras, Photoshop, Illustrator, and conversations with people I trust. Technology helps execute, but the real ideas still start in analog form.

What do you do that is still analog?

I write by hand, draw, shoot film photography, and jot down fragments of thoughts and copy as they come. The slower pace makes the ideas feel more honest and authentic.

Do you have an exercise routine?

I was an athlete most of my life, so movement is still important… just softer now. Yoga, long walks, surfing, hiking. It’s less about structure and more about staying connected to my body and to the places that inspire my work.

What do you crave most at the end of the day?

Calm. A good meal, good conversation, and the sense that something meaningful moved forward… even just a little. One day at a time, one person at a time, one foot in front of the other. If I end my day knowing that I made a meaningful connection, had a powerful conversation, captured someone emotionally, or created something that I’m proud of… that’s a good day.

Datsun 620, VW 1987 Bus, or Porsche 911?

The Porsche 911… timeless lines, confident without needing to shout. Simple. It’s a piece of design that understands restraint.

Last book you read?

Shoe Dog by Phil Knight. I’ve read it four times and listened to it twice. It never stops feeling relevant.

Favorite coffee drink?

Drip coffee. Splash of milk. On Fridays, I’m absolutely adding a little sugar or honey. Actually, on Fridays I’ll do a shakerato or flat white from EQ.